From Setbacks to Summer Staples: Our Cotton Knitwear Has Landed

For 2025, I want to share more stories about our product development (and yes, that includes the bits that go tits up)

For 2025, I promised myself I’d share more of the behind-the-scenes stuff—not just the polished launches, but the reality of running a small feminist fashion brand. Including the bits that go, well… tits up.

So let’s talk about our new cotton knitwear collection which is finally here. But wow, it’s been a journey.

This story actually starts back in 2023. I’d been dreaming of doing our bestselling Do No Harm cardigan in organic cotton for ages. I knew we needed summer options—our business is so built on winter knitwear that the warmer months can be a real pain for cashflow. Plus, I love cotton knits, and I know you do too. Especially for our vegan customers who’ve asked for non-wool options—you were heard!

The road to launch (with a few potholes)

We started sampling with a supplier in Portugal. The first prototypes were solid—a really strong base. But knitwear sampling is a process. We were testing the weight, the tension, the intarsia lettering, all the details. We wanted to tweak the number of yarn ends to hit that sweet spot: light enough for spring, but not flimsy.

Then it started to unravel. Long delays. Missed timelines. Eventually, the relationship with the supplier broke down. The truth is, as a small business, we just didn’t have the clout to get bumped up their priority list. And I was still doing all the tech packs myself, along with about a million other jobs.

The final samples arrived… but by then, it was too late. That door had closed.

A second chance—and a better fit

Fast forward to my next trip to Portugal. I brought the samples with me and met with a new factory—woman-owned, by the way, which we love—and they nailed it. They made a beautiful new prototype that felt exactly right.

We held off launching in 2024 because the timing wasn’t quite there. But now, in Spring/Summer 2025, our cotton knitwear is finally ready to meet the world.

And it’s lush.
Ethically made. Vegan-friendly. Breathable. Layerable. All the feminist energy you expect from us, just in lighter layers.

What you’ll find in the collection:

• Our iconic Do No Harm cardigan, now in organic cotton

• Classic Black & Beech colours you already know and love

• A slightly lower price point than wool, without cutting corners

This isn’t just a seasonal range it’s a reflection of what we’re trying to build: feminist, ethical fashion that’s honest, thoughtful, and designed to last.

Thanks for being here for the ride. It means the world.

Tags/Keywords: cotton knitwear, ethical knitwear, vegan knitwear, sustainable fashion UK, feminist fashion brand, women-owned factory, spring summer knitwear, slow fashion brand UK